The polar bear has been part of Coca-Cola’s advertising for more than 90 years and now the soft drinks giant is donating €3m to help preserve its Arctic home.

The company will invest the money over the next three years in a joint campaign with WWF to help conserve the Last Ice Area in Greenland and Canada. The integrated campaign, which will include TV and print ads, social media and a website, aims to raise awareness of climate change.

More than 300 million Coca-Cola cans across Europe will feature the image of a mother bear and two cubs. “We want to help create a future for polar bears,” said Nick Canney, VP, sales and customer development, Coca-Cola Enterprises.